Wesola Pani

130 franchises sold in just 2 years — a case study in how a food brand can successfully scale up to the global market.

Wesola Pani is a Polish brand created by the co-founder of the well-known Galia Baluvana.

The brand launched in 2021 with the goal of reinventing traditional frozen food by turning it into a unique way of exploring Polish culinary culture.

The foundation was built on the success of the Galia Baluvana brand in Ukraine. However, the founders' ambition for growth drove them to pursue international expansion — and so began the journey toward global markets.

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

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Wesola Pani

How does it work?

Wesola Pani offers a unique product and a flexible business model that allows franchisees to combine production with three simultaneous points of sale. This setup makes the investment more attractive and ensures a quick return.

Main Franchise Advantages

Unique “behind-the-glass” format that attracts customer interest
High-quality products
Comprehensive franchisee support at all stages

Challenges

The first Wesola Pani store opened in Poland at the beginning of 2021. For the next year and a half, the team focused solely on company-owned stores, testing and refining the business model. It wasn’t until 2022 that they launched the franchise program.

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Despite its success in Poland, where the network grew to 60 locations, the brand aimed to increase its presence and recognition in European markets — with a particular focus on Kazakhstan. As competition in the niche rapidly intensified, Wesola Pani turned to us for professional support to facilitate international development.

Results

Wesola Pani has now launched over 130 franchises, establishing a strong position in the Polish market. Approximately 70–80% of Polish franchise buyers are local nationals, with each typically operating 5–8 locations.

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Initially focused on Poland, the brand has since expanded to Latvia, Estonia, the Netherlands, the United States, and Canada — with a total of 5 company-owned locations and 125 franchise stores. In November 2024, the brand debuted in Kazakhstan by opening its first store there.

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Request

Increase franchise brand awareness in European markets and acquire high-quality sales tools for expansion beyond Poland.
Scale into new markets in Kazakhstan by building a large franchise network from the ground up.

What did we do?

Rebranding for the global market.
The first step towards international expansion involved a name change, logo redesign, and updated brand identity to better resonate with a global audience.
Market entry strategy for Kazakhstan. A localized expansion strategy was developed, taking into account regional specifics and resulting in a detailed and scalable rollout plan.

The company is planning to recruit seven regional partners under an exclusive regional model — each of whom is expected to open between 20 and 75 franchise locations within their designated territory over an agreed period.

РA customized financial plan was created to support various market entry options and provide flexibility for different partner profiles.Tax optimization strategy.
Legal and organizational frameworks were developed for both Kazakh-based and Polish-based franchisees to ensure optimal tax efficiency.

A complete set of legal documents was drafted, considering the specifics of both Polish and Kazakh legal systems.
Landing page and franchise presentation.
A localized digital landing page and detailed franchise presentation materials were created to support partner recruitment.

Regarding franchise development in the European market:‍

A winning combination of video interviews, podcasts, communication strategies, collaborations, exhibition participation, and catalogue listings significantly boosted the brand recognition and appeal to potential franchisees in Europe.
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High-quality sales materials. Presentation materials in three languages were designed and integrated into the website, thereby improving tools for international sales.

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Feedback
on our cooperation

Kostiantyn Mishchenko

Wesola Pani Franchise Development Manager

«We initially came to you for consultation on franchise catalogue placement, but ended up working together across multiple areas. Our collaboration has lasted for more than two years, and now I’ve brought another project to you because I feel truly comfortable working with your team. We appreciate the results of this partnership – it seems to be the best recommendation one could ask for.»